Vegan cosmetics have gone from a niche curiosity to a real movement in Vietnam. Younger consumers care about what is in their products, how they are made and who they harm. That shift keeps accelerating. I am Delissa Kieu, Vietnam Market Director at GMA. Here is our updated view of the rise of vegan cosmetics in Vietnam, and what it means for brands in 2026.
Vegan beauty in Vietnam in 2026
The clean and vegan beauty trend is now firmly mainstream among young, urban Vietnamese. It sits at the intersection of three powerful forces: skin-health focus, environmental awareness and animal welfare. Local brands have moved fast, and international brands with genuine credentials are welcome, if they can prove their claims. What is new is scale: vegan and clean are no longer a small segment but a growing expectation.
I. What are vegan cosmetics?
Vegan cosmetics contain no animal-derived ingredients and are not tested on animals, cruelty-free. They rely on plant-based and safe synthetic ingredients. For many buyers, vegan signals gentleness, ethics and transparency all at once.
II. Why are vegan cosmetics trending in Vietnam?
1. They are gentle
Plant-based formulas are perceived as gentler on skin, which matters in a market where skincare and sensitive skin are top concerns.
2. Changing mindsets and lifestyles
Vietnamese consumers, especially the young, increasingly value sustainability, ethics and conscious consumption. Vegan beauty fits their identity, not just their skin.
3. Reducing harm to animals
Growing awareness of animal testing and welfare pushes buyers toward cruelty-free choices. Ethics has become a genuine purchase driver.
III. Case study: Cocoon, a Vietnamese vegan pioneer
1. A brief overview
Cocoon became one of Vietnam’s best-known vegan brands, and among the first locally to earn PETA recognition. It built its identity on Vietnamese ingredients, pumpkin, Dak Lak coffee, Ben Tre coconut oil, and accessible pricing.
2. Five marketing strategies that worked
a) Social media marketing. Cocoon grew through engaging, community-driven social content, vital for a young challenger brand.
b) Influencer and KOC marketing. Partnerships with creators built awareness and trust authentically.
c) Made in Vietnam positioning. Local ingredients and pride gave it a distinct, relatable identity.
d) Community and health focus. Products and messaging centered on well-being and shared values.
e) An eco-friendly brand image. Sustainable packaging and recycling initiatives reinforced credibility.
The 2026 update: from trend to expectation
Two shifts stand out. First, clean and vegan claims are now expected by a large slice of young buyers, not just appreciated. Second, scrutiny has risen: buyers and creators call out greenwashing fast, so only genuine, proven claims survive. The opportunity for foreign brands is real, but it belongs to those who can prove their vegan and sustainability credentials, not just print them on a label.
What this means for you
Vegan cosmetics in Vietnam have moved from niche to mainstream. Lead with genuine, proven claims, real skin benefits, authentic creators and a credible sustainability story, and avoid greenwashing at all costs. For context, see the economy of Vietnam and its Digital 2025 profile.
Read next on our blog: an overview of the Vietnam beauty market and marketing tips for cosmetics brands.
FAQ: vegan cosmetics in Vietnam
What are vegan cosmetics?
Products with no animal-derived ingredients and no animal testing. They rely on plant-based and safe ingredients, and signal gentleness, ethics and transparency.
Why are they trending in Vietnam?
Because young consumers value gentle formulas, sustainability and animal welfare. Vegan beauty fits their identity and skin concerns at the same time.
Who is a leading vegan brand in Vietnam?
Cocoon is a well-known local pioneer, among the first to earn PETA recognition, built on Vietnamese ingredients, accessible pricing and strong social marketing.
Can foreign vegan brands succeed here?
Yes, if they can prove their claims. The category rewards genuine, certified vegan and sustainable credentials and punishes greenwashing quickly.
How do I market vegan beauty in Vietnam?
Lead with real skin benefits, use authentic creators and KOCs, tell a credible sustainability story, and back every claim with proof and certification.
Grow your vegan beauty brand in Vietnam with GMA
At GMA, we help clean and vegan beauty brands grow in Vietnam. We build the ingredient education, authentic creator campaigns and e-commerce that turn genuine credentials into sales. If you have a real vegan brand, tell us about your project.
Delissa Kieu, Vietnam Market Director at GMA (Gentlemen Marketing Agency). I lead our work on the ground in Vietnam, advising foreign brands on market entry, distribution and digital growth. If you want a clear read on this market, talk to our team.
GMA is a French agency based in Shanghai with more than 75 specialists, running marketing, e-commerce and distribution for foreign brands across Asia, with a dedicated team on the ground in Vietnam.